Journal of Natal and Zulu History, Vol. 28 (2010)
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JOURNAL OF NATAL AND ZULU HISTORY, VOL. 28 (2010) Cultural Heritage Tourism Potential at Six former American Board Mission Stations Gordon Fakude University of KwaZulu-Natal Abstract This initial assessment of the cultural heritage tourism potential is a component of a broader project aimed at conducting research and revitalizing selected former American Zulu Mission Stations in southern parts of KwaZulu-Natal. Whilst the Heritage, Tourism and Community Development Project is being considered by a range of stakeholders including local communities at the localities where the six mission stations are located, the University of KwaZulu-Natal is charged with leading the research component of the project. The purpose of research in this project is to 'lay bare' the indelible print on the cultural and heritage landscape left behind by the missionaries in this region of South Africa. A principal component of the project is to encourage community development through promotion of religious heritage tourism in order to stimulate local tourism-based production and services such as crafts, hospitality accommodation and cultural/educational events in the Mission Stations. Therefore, the purpose of this part of the research is to present an initial scan of the heritage tourism potential of the six mission stations. Missionary heritage: an undocumented component of the cultural and heritage landscape of KwaZulu-Natal The presence of missionaries of various denominations left an indelible print on the cultural and heritage landscape of the KwaZulu-Natal region of South Africa. Scholars agree that KwaZulu- Natal, more than anywhere else in the world, received the lion's share of missionary activities in the nineteenth centuries. Although many mission stations lost their vibrancy and gradually declined following the transfer of the education function to the government during the apartheid era, mission stations continued to be focal points of social transformation (especially in the countryside) and the legacy of missionary work can be seen today. Unfortunately, much of the missionary heritage referred to above is not documented to preserve it for future generations. Nor is this heritage currently being tapped into to stimulate or enhance cultural/heritage tourism in these areas. Therefore, the intention of this project is to explore the potential of former Mission Stations as cultural heritage sites and investigate ways of boosting local socio-economic development in these areas by linking the rehabilitated mission stations as heritage to established tourist attraction nodes and themed routes. Cultural Heritage Tourism Definitions Culture is conventionally defined in terms of shared norms, values, customs and artistic achievements held by a group of people at a certain time, whilst heritage is defined in terms of 78 JOURNAL OF NATAL AND ZULU HISTORY, VOL. 28 (2010) what is inherited by one generation from past generations.1 What these two definitions indicate is that the combination of heritage and culture leads to considerations of human activity related to, and including, the built/human-made environment (monuments, buildings and artefacts) and the natural environment (mountains, lakes, rivers) Cultural heritage tourism, on the other hand, is defined as travel directed towards experiencing the arts, heritage and special character of a place.2 Cultural heritage tourism is important for various reasons: ¾ It has a positive economic and social impact. ¾ It establishes and reinforces identity. ¾ And, it helps preserve local cultural heritage. With culture as an instrument, cultural tourism facilitates harmony and understanding among people and it supports culture and helps renew tourism. Cultural and heritage tourism projects are normally established in response to questions such as: how can history, culture and natural beauty be packaged in a way that attracts visitors but also respects communities' special places? As well as, how can tourism be used to help boost rural economies? Discuss the broader implication of these questions Current international trends Heritage and culture have been long-standing elements of tourism. In recent years entrepreneurs 'rediscovered' heritage and culture as important marketing tools to attract tourists with special interests in the arts. Tourism experts and commentators note that cultural heritage tourism is the fastest growing segment of the tourism industry because there is a trend toward an increased specialization among tourists. This is evident in the evolving tourism trends which point to a shift away from mass tourism to more individualistic patterns as tourists seek greater flexibility and a more meaningful experience. This trend is demonstrated by the increased volume of tourists seeking adventure, culture, history, archaeology and interaction with local people. Current trends in South Africa A recent study conducted by South Africa Tourism (SAT), a parastatal agency charged with promoting tourism from foreign countries into South Africa, indicated that while cultural/heritage products are highly desired by tourists, they are currently underperforming in South Africa.3 SAT's gap analysis showed that more tourists expressed a desire for cultural and historical heritage than wildlife viewing, but few had experienced it while in South Africa.4 The study therefore concluded that South Africa's cultural/heritage tourism product is one of the country's key attractions and needs development. There is a great need for cultural heritage tourism to take advantage of this economic potential. Tourism companies can work with local communities to see how opportunities stemming from South Africa's cultural diversity can be unlocked. Therefore, this initial scan of the tourism potential of the six areas aims to explore this 1 R. George, Managing Tourism in South Africa (Oxford University Press, 2007). 2 M. Thompson, Cultural Tourism, Washington Heritage Bulletin, vol. 20. No. 4 (Summer 1998). 3 South African Tourism, Domestic Tourism Growth Strategy (2003), See http://www.info.gov.za/otherdocs/2004/growthstra.pdf 4 South African Tourism, Domestic Tourism Growth Strategy (2003). 79 JOURNAL OF NATAL AND ZULU HISTORY, VOL. 28 (2010) potential for tourism growth in rural/peri-urban areas. Before we discuss each of these areas’ potential for tourism development, let us first contextualise the product development strategy currently .being pursued by the tourism authorities. The KwaZulu-Natal Tourism Product Development Strategy The Deloitte & Touche Consortium conducted research for the preparation of the Tourism Product Development Strategy. The following two findings inform the strategies that were adopted: (i) The largest sectors of both domestic and foreign tourist-source markets are seeking a coastal destination for their leisure holidays; and (ii) The two main disappointments for departing foreign tourists was their lack of ability to interact with traditional culture and heritage, as well as wildlife.5 These findings in turn led to the recommendation by the Tourism Working Group that a focus be given to developing: (1) A primary tourism product development strategy for KwaZulu-Natal that would aim to build a reputation for its coastal destinations; (2) A parallel tourism product development strategy for the establishment of a Zulu Heritage and Cultural Trail. This trail would provide the enabling environment for broadening of ownership within the tourism sector, particularly within the rural and previously disadvantaged sectors, and compliment and improve the existing product mix within the context of the 'Kingdom of the Zulu' branding; (3) Policies for strategic intervention for inclusion of a 'Zuluness' within other tourism product development initiatives particularly within the destinations of Durban, Pietermaritzburg / Midlands Tourism Corridor and the uKhahlamba-Drankensberg World Heritage Site. The Tourism Product Development Strategy identified the need to focus on coastal destination product development and marketing in order to widen access into relatively untapped foreign tourist-source markets as well as domestic tourists who also seek coastal destinations. In addition, the Strategy acknowledges that tourists need to be offered unique additional activities associated with wildlife, heritage and culture viewed within the African context. The creation of the Zulu Heritage and Cultural Trail has been identified as the key attraction to draw tourists into rural areas and is considered as the 'glue' that will join together the wide diversity of rural cultural tourism attractions and sites of historical importance. The sustainability of the proposed strategy for the development of tourism within rural areas should be based on the need to ensure growth of tourist numbers and tourism revenue into KwaZulu-Natal. The Strategy's findings pertaining to Durban and the South Coast regions are crucial to the initial 5 South African Tourism, Domestic Tourism Growth Strategy (2003). 80 JOURNAL OF NATAL AND ZULU HISTORY, VOL. 28 (2010) scan of the tourism potential of the American Zulu mission stations. A majority of the mission stations are located within the South Coast region, while some lie in close proximity to Durban. Heritage, culture and wildlife are identified by the Strategy as sectors that are 'next highest on the visitors' list of things they want to do when they visit KwaZulu-Natal. An opportunity exists to provide heritage, culture and wildlife attractions for the majority of Durban's tourists, who for